A love letter to small businesses everywhere, the film follows a 4th generation grocery store owner as he grapples with the devastating possibility of losing his family business and the impact it can have on the small Iowa town after the beloved store, which has been around since the 1870s, is destroyed in a massive fire. Tom Mulholland is also a member of a Facebook group for small business owners called the ‘Boost Leaders Network.’ It’s through this group that Meta became aware of his incredible story. Meta wanted to pay tribute and shine a light on the important role small businesses play in their communities. The goal was to bear witness to the story of Tom and his community, both online and offline, as they unite to restore Mulholland Grocery to its former glory and beyond.

While ‘They Came From All Over’ appears to present Tom as the protagonist in a story of loss and resilience, the actual protagonist in the film is the community of Malvern, which Tom humbly and heroically saves by choosing the greater good over his own self-interest. This crucial choice to rebuild and serve the community is made, in part, thanks to the community support and advice Tom received through the Meta Boost Leaders Network. As Meta’s brand mission is “to give people the power to build community and bring the world closer together,” this story organically exemplifies the company mission at the highest level while also demonstrating Meta’s commitment to helping drive the success of small businesses and the communities they serve.

‘Opinion formers’ –community leaders, journalists, etc – are a crucial audience for helping the Meta brand tell the story of the economic impact its apps and services make on the world-at-large and within local communities. ‘They Came From All Over’ was created to offer ‘opinion formers’ a first-hand look at that impact while also highlighting some of the macro issues facing small town America in a way that is more authentic, engaging, and emotional than a typical marketing campaign. Audiences from across the country could watch the film through at-home screenings, which Meta encouraged members of the community to host. These screenings brought people together and sparked meaningful conversation around the crucial role small businesses play in building and sustaining their local communities and economies. The film was later selected into the 2024 Sundance BrandStorytelling showcase and helped amplify the Meta’s mission and impact to thousands of more people.

The film had its premiere during National Small Business Week with a special VIP screening and an accompanying expert-led symposium on small business, food access, and economic opportunity, and more, in Des Moines, Iowa. The event was covered in local papers and gained traction on the festival circuit. It was selected for inclusion into 2024 BrandStorytelling showcase at the Sundance Film Festival, won an Award of Excellence (Special Jury Mention) at the Independent Shorts Awards, made it to Round 2 at The One Show, and was named a Vimeo Staff Pick. Forbes also featured the short doc in their article “These 11 Projects Are Setting The Tone For Branded Content’s Future.” The coverage served audiences a reminder that Meta isn't just a social platform for entertainment; through programs like its Boost Leaders Network, Meta can make a life-changing difference in the lives of citizens.